Simpson Featured in Lawyer-Referral Ads

O.J. Simpson, who once pitched rental cars for Hertz, is returning to commercials in ads for a new lawyer-referral service based in New York.

Simpson, whose 1995 murder trial generated front-page news, appears in commercials that urge consumers needing legal representation to dial a toll-free telephone number.

But whether consumers view Simpson’s role as a publicity stunt or as a bona fide spokesman for the start-up company remains to be seen.

Stephen Jackson, an attorney and spokesman for New York-based Justice Media Inc., the company behind the referral service, said the former football star and actor agreed to do the commercials “because he strongly believes in our concept, which is providing proficient legal service to communities that have historically been denied representation in the past.”

Potential clients who dial the number--(800) LAWHELP--will be referred to attorneys in various parts of the country who are under contract to provide legal services.

Jackson said Justice Media will concentrate on serving members of minority communities when it opens for business in May.

Law firms that affiliate with Justice Media would acquire rights to run the Simpson commercials in their area at their own expense, he said. Jackson would not discuss whether any law firms had signed up.

Simpson told the Associated Press on Wednesday that he made the five commercials because many people are not properly represented when they enter court.

“The main thing I have learned is you can’t walk into a courtroom without competent legal representation,” Simpson told AP.

Simpson was acquitted on charges of murdering ex-wife Nicole Brown Simpson and her friend Ronald Goldman. In a later civil trial, however, he was found liable for the deaths and ordered to pay $33.5 million in damages. Any income Simpson receives can be seized by the estate of his ex-wife and the Goldman family to satisfy the judgment.

Simpson told AP that he was paid just enough to cover his expenses, and Jackson would not discuss Simpson’s compensation. An attorney representing the Brown family was not available to comment on Wednesday night.

Mainstream marketers have avoided Simpson. But Jackson said his company approached Simpson “because the client is important. What Mr. Simpson experienced as a client is important. Because of his status, his financial ability, he obviously was able to mount a successful defense. He wants to extend that possibility to others not as fortunate as he is.”